The No Waste Approach to Facebook Ads

Facebook Impressions: 8 Tips to Know


Want to know everything about Facebook impressions? There are just so many terms on our Facebook Dashboard that leaves us feeling confused at times. Some terms are like others but may mean different things. Understanding these terms is essential, but how will you apply them to improve your marketing approach?

In this article, we will be introducing 9 tips about Facebook marketing and how upRive can help you along the way! Let’s dive right in with the tips:

#1. Reach Vs. Facebook Impressions.

Reach: The number of unique users who have seen your content.

Impressions: Total number of times users have seen your content.

The main difference between reach and impression metrics is the audience reached. You can have a reach of 100 unique audiences but an impression count of 150. This means that some of the viewers have seen your content more than once.

Tracking these metrics allows you to analyze performance and make better data-led decisions. It also helps you keep an eye on your ad frequency.

#2. Ad Frequency

Ad Frequency: Average number of times users have seen your content.

How to derive ad frequency?

Formula: Facebook Impressions / Reach = Average views per user

A good number to strive for is 2.5. Set an ad frequency limit above that. You don’t want a large number as it shows the repetitiveness of your content. When people keep seeing the same piece of content, it contributes to ad fatigue and negatively impacts your conversion rates.

#3. Types Of Reaches In Facebook

Organic reach: Number of unique users who have seen your content through organic (free) distribution.

Paid reach: Number of unique users who have seen your content because you paid to get it onto their newsfeed.

Viral reach: Number of unique users who have seen your content through a friend’s interaction.

Here’s an illustration to clarify the concept:

You didn’t follow Company A’s page, but your friend’s connection Harry did. Harry commented on Company A’s recent post, and it appeared on your newsfeed as “Harry commented on Company X’s post.”

You see Company A’s post because of a connection’s engagement, and that’s viral reach.

#4. Types Of Facebook Impressions

Here are the differences between Facebook impressions. 

Served impressions: This means that a publisher has told its system to deliver your ad. If the system has registered the delivery, it is considered a success regardless of whether the ad has been seen or not.

Served impressions are not a useful metric as your ads might not actually have been seen by users. This is due to two reasons:

– Users scroll too quickly and pass the ad before it appears.

– Ad becomes visible only after the user scrolls down a page, which may not always be the case.

Viewed impressions: Ads measured the moment it enters the screen of a desktop browser or mobile app.

Viewed impressions provide more value and consistency. Facebook’s research has shown that value is created as soon as an ad is seen, even if only for a brief period. Viewed impressions also facilitate easy cross-media measurement and comparison as measurement standards are standardized across all interfaces and ad types.

Video impressions are measured similarly to viewed impressions. As the video doesn’t need to have played to count as an impression, this can be detrimental. Once a user sees it, even if it’s paused, this counts as an impression!

#5. Building Engagement

Engagement is another important metric to note as it directly affects the number of Facebook impressions your ad receives. Facebook will give your ads more exposure if they resonate better with the audience segments you are targeting. Facebook rewards an excellent user experience and repeated user behavior.

Creating engaging content that is worth sharing can be costly and time-consuming. However, with upRive’s tried and tested reusable winning master ads, you can resolve these core Facebook Ad issues without needing to inflate your costs. Important social data on engagement such as likes, shares, and comments will no longer be an issue!

#6. Split Testing

Split testing involves creating multiple ads to pinpoint the reason behind changes in performance. It is taxing on companies, especially with Facebook’s ad structure, which causes overlaps and raises companies’ costs.

Despite this problem, profitable Facebook ad campaigns depend on essential split testing to minimize waste. There is, however, a solution to this without spending excessive funds.

upRive violently split tests on your behalf to find your most profitable ad, then scale it up, eliminating overlaps with a single click across multiple audiences. This drastically reduces your costs incurred in reaching split test audiences and improves your ad results conveniently.

#7. Facebook Ad Targeting Is Overly Generalized.

Defining your target audience is often the trickiest part. Without precise targeting, you will not achieve the results you want. 

However, you are likely targeting the exact same people as your competitors presently. Here’s how advertisers generally find their target audiences:

Kim owns a golf apparel company and wants to find avid golfers across the United States. He starts by typing golf in the search bar and gets 25 grossly generalized interests. With everyone targeting the same 25 results, it inflates bidding prices leading to higher costs.

upRive has successfully developed an interest search algorithm that generates hundreds of targeting interests from the Facebook API. With it, you can locate untapped targeting interests and view each audience’s actual size based on your demographic filters. Thus, you can now find low competition interests for a lower price with better results!

#8. Getting The Most Out Of Your Facebook Ads Creatives

Ad designs are essential in grabbing user attention, keeping designs engaging and straightforward, and adopting irresistible headlines can reduce your scroll-through rates.

This further emphasizes the need for split testing to find the headline that makes people want to continue reading your ad. Your ad headlines also significantly affect your click-through rate and cost-per-click. 

Fortunately, with upRive, you can significantly reduce this hassle. upRive creates reusable winning master ads across different audiences and campaigns for you without losing social proof. Reusable ads improve the efficiency of every dollar you spend as each ad gets a higher budget while significantly increasing conversion rates without added costs. Get Facebook impressions that convert.

#9. Set Lookalike Audiences

When it comes to Facebook Ads, your existing audience can give you valuable insights into your target users on Facebook. Therefore, make sure that you do lookalike targeting to get your best users and even adjust lookalike to 10%.

Ready To Create More Effective Ad Campaigns With upRive?

upRive adopts the right ground-level tactics to bring value to your marketing efforts. Its unique interest search algorithm and violent split testing differentiate it from other marketing software.

Moreover, you can apply reusable winning master ads across different audiences and campaigns. By using the same ads across all audiences, you improve the efficiency of every dollar you spend with significantly higher conversion rates.

As a Facebook advertiser, if you are looking to boost your engagement rates or create more effective targeted ads, head over to upRive now!

About the author

Samy Zabarah

Samy Zabarah is the creator of upRive. He also founded FUBSZ LLC, a Facebook ad management service based in Florida, USA, where he managed ad accounts for over 350 clients worldwide.

He started using Facebook ads in 2011, and since then, he has been using Facebook ads as his sole source of marketing.

By Samy Zabarah
The No Waste Approach to Facebook Ads